CI&T report finds majority of UK&I shoppers use AI agents
CI&T's Retail Tech Report: Agentic Commerce Edition reveals that 68% of UK&I consumers use AI agents for shopping, with 86% having used or open to using them. The report identifies electronics and groceries as key growth categories and advises retailers to integrate AI agents into their omnichannel strategies.
*this image is generated using AI for illustrative purposes only.
CI&T, a global AI deployment partner for tech-integrated business solutions, has released its Retail Tech Report: Agentic Commerce Edition, highlighting that AI agents are now mainstream in UK and Ireland (UK&I) consumer shopping behaviour. The report finds that 68% of respondents have already used an AI agent when shopping, while 86% have either used one or are open to doing so. The data underscores a significant shift in purchase pathways, with 67% of users reporting that AI makes them smarter shoppers.
Consumer Adoption and Sentiment
The report details the extent of AI agent integration into retail activities. A majority of consumers are leveraging these tools for pointed research, specifically to compare different brands, find the lowest prices, and locate specific items for purchase. The adoption is particularly strong in the electronics, home appliances, and groceries sectors.
| Metric | Percentage |
|---|---|
| Used AI agent when shopping | 68% |
| Open to using AI agent (future) | 57% |
| AI makes them smarter shoppers | 67% |
| Used or open to using AI agent | 86% |
Strategic Implications for Retailers
Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T, noted that the traditional path to purchase has evolved from 'discover > research > buy' to 'research > discovery > buy.' She emphasized that while agents are not replacing retailer websites, they are increasingly becoming the first touchpoint for consumers. Minkow advised retailers to improve discoverability within Large Language Models (LLMs) while differentiating their owned channels with unique experiences.
Retail and CPG organisations are urged to treat AI agents as a critical component of their omnichannel commerce strategy. The report suggests these agents function as powerful revenue drivers by merging research and discovery into a single moment for shoppers. To capitalise on this, organisations must evolve their technology, processes, and teams to support the era of agentic commerce.
How will retailers need to adapt their SEO and content strategies to ensure their products remain discoverable within Large Language Models?
What specific investments in technology and personnel are required for retailers to successfully integrate AI agents into their omnichannel strategies?
As AI agents merge research and discovery, how will this shift impact traditional advertising models and brand loyalty?
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